After much planning, production, and late nights (for the agency), the BMW 1 Series campaign has finally started.

To view the car and take part in the entire campaign, head on over to the campaign site and register.

If you head on to Primi Piatti to check out the cars, and have a cuppa of joe, be sure to take your laptop as the wireless is also on BMW.

It launched on Friday and let’s just say, the campaign has already paid for itself.

This is phase 1. Phase 2 starts in a bit…